Challenges in Singapore's Online Culture and Impact on Social Business

IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54

IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore

Singapore’s Online Culture and Its Impact on Social Business Chia Han-Leon Lecturer, Enterprise Social Business, Institute of Systems Science, National University of Singapore

© 2013 National University of Singapore. All Rights Reserved.

@leonchia


This presentation is adapted from “The Singapore Experience” section from the Online Community Management course I teach. For more

information, please visit

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www.iss.nus.edu.sg

https://www.iss.nus.edu.sg/ProfessionalCourses/SearchCourse/CourseDetail/tabid/267/cid/189/cname/nicf-online-community-management-for-social-media/Default.aspx


1. Adoption Rate

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Singapore Online Culture



Or level of “IT Use”

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We tend to be a few years behind in various aspects of technology implementation, including business, social media

and collaborative platforms.


Still limited use of many social media tools in a professional and/or business context.


If you’re not using it, you’re already behind.

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If you plan to start using it, bear in mind what you think you want to use may already be outdated.


Few Competitors vs Less Presence

Many brands here are not active on social media, so

there are few competitors.

But even if you are active, if there is little culture of use in your industry, there is less exposure to developments and opportunities, overall.

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People also don’t get it. They may read about successes with newer tools in bigger, more advanced markets, but they can’t replicate it here.

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If you invest early, you may experience a pioneer’s pain, but you also have first adopter advantage and gain the initiative.

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Many tools still have untapped potential. E.g. Twitter, Pinterest.



So look ahead, take a leap of faith, adopt.

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2. Outsource “IT” mentality Singapore Online Culture

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“We have to call a tender/ITQ”

Shortage (perceived or real) of social media skills/experience

leads to companies with resources to outsource the

online engagement.

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PROS • Letting the “experts” do the job. • Don’t have to hire own resources • Don’t have to give more work to

existing staff.

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CONS • 3rd party can never fully understand your

customers/engagement. • Your own long-term investment and learning

about your community may be affected. • Procurement is a time-consuming process.


IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54 13

Should you outsource these “engagement” to vendors?



Is it a contract or a relationship?

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3. “No Budget” Singapore Online Culture

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• Social media marketing is an “extra” and not a necessity

• It is “costly” • “No time”

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Source: sgentrepreneurs.com

Lingering(?) Perceptions:



Compared to other developed countries, Singapore spends relatively little on internet advertising. (Although it’s true we are a very small country/market).

Source: sgentrepreneurs.com



“The importance of 'earned' media* as a form of engaging with consumers ranks highest as the most-trusted form of media or advertising by consumers in Singapore.” – Nielsen *If you pay to have something distributed, then it's paid media. If someone else distributes it for you, then it's earned media.

Source: sg.nielsen.com

Fact is, Singaporeans are seeking online opinions and info



The power of a (free) tweet Source and © http://articles.washingtonpost.com/2013-01-06/business/36208737_1_npr-staffer-social-media-followers

http://articles.washingtonpost.com/2013-01-06/business/36208737_1_npr-staffer-social-media-followers














You can do with as much or as little as you can afford.

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4. Sensitive Topics and Issues Singapore Online Culture

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Cost of Living. Foreigners. Employment. Race. Transport. Queues. Politics. Policy. Censorship. Customer Service. ... etc.

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“How would/might my post relate to a sensitive topic?”




Sensitive stuff will happen.

They can’t be avoided; but fans do help.

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5. Knowledge Silos Singapore Online Culture

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“Social” and “collaboration” are not really in our DNA.

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Still heavily reliant on “traditional” work processes and environments.


Sorry, it’s “confidential”

For various reasons, there is reluctance to share ideas, knowledge and opinions,

even for the greater or shared benefit.

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Image courtesy of Frangue/stock.xchng (w

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.sxc.hu)



Makes key aspects of “social” become harder to pull off. Knowledge Sharing

Horizontal Organization

Work | Life Blending

Knowledge Transfer Serendipity


Talent Finding


A reluctance to go “social” externally also reflects internal culture.

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6. Issues in Management Culture Singapore Online Culture

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Top-Down Management But “social” is inherently egalitarian. Hierarchy is not.

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Boss

Marketing

Ops Art

PR

Legal


Micromanagement Or unwillingness to empower employees. Harmful to employee initiative and capacity for flexibility.


Encumbered by the Approval Chain

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Leads to social media executives becoming fearful of taking risks, leaps of faith or simply to reply to a fan without management approval.



Impact

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“Over-management” results in missed

opportunities. Or worse.

… Social Media is full of opportunities. You have to be there and you have to be empowered to take them.



Esme the Guide Dog case


Everyone in a social business needs to get involved at the same frequency.

But there is…

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7. Lack of Management Participation Singapore Online Culture

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7. Lack of Management Participation Singapore Online Culture

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Not just “management”



For various reasons, management often does not participate in social media. They just “manage” it.

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BLOG

• Do not use the tools • No presence in community • No opinion or thought

leadership visible to customers.



Implications It’s counter-productive when your business is trying to be social.

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1) A brand’s leaders may not be visible to customers But they will talk about YOU anyway.


It may be daunting, but senior management is much better off getting involved. Personal engagement is greatly appreciated by community.


2) If your boss doesn’t use social media, it’s harder to explain how it works to him/her. Even if he really wants to understand.

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3) Ample marketing, “operations” and PR – have brand but no “face of the brand”, no brand ambassador.

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Don’t just instruct your staff to go social; lead the way.

The best way to “manage” social

is to participate.

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8. Limited Writing Finesse Singapore Online Culture

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Poor Writing Skills We have 95% literacy rate but limited creative finesse. People can write, but perhaps not beyond basic reporting.

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Content is (still)


Audience doesn’t understand or appreciate subtle messaging, so marketers are often forced to use direct messages.

Unsophisticated Audience = Unsophisticated Messaging



In an increasingly sophisticated online content landscape, you cannot afford to be “boring”.

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9. Short Attention Span Singapore Online Culture

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13. Short Attention Span

It’s been observed that at least in Singapore, many online crises and complaints are actually quickly forgotten. Would you agree?

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At the end of the day, it is all about

Professionalism


Social Business is…

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Social Media made PROFESSIONAL


Thank you!

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About.me/leonchia

www.iss.nus.edu.sg

For information on the Online Community Management Course

I teach, please visit

https://www.iss.nus.edu.sg/ProfessionalCourses/SearchCourse/CourseDetail/tabid/267/cid/189/cname/nicf-online-community-management-for-social-media/Default.aspx